How much does social media advertising cost for small businesses?

Social media platforms are powerful tools for food businesses like bakeries, coffee shops, and quick-service restaurants. They help you connect with local customers, promote your products, and build a loyal following. Understanding the costs of advertising on these platforms can help you make the most of your marketing budget.

Organic Posts vs. Boosted Posts: What’s the Difference?

When using platforms like Facebook or Instagram, your content can appear as either organic posts or boosted posts. Here's how they differ and how you can use them for your food business.

Organic Posts

Organic posts are the updates you share on your social media profile for free. They’re perfect for showcasing:

Daily specials

Like a coffee and pastry combo

Behind-the-scenes content

Such as baking your bread or brewing coffee.

Customer Reviews

Show positive customer reviews or testimonials

What are the limitations: Organic posts are only shown to a small portion (5–10%) of your followers. Even if you have a loyal customer base, many of them may not see your updates unless they frequently engage with your profile.

Boosted Posts

Boosted posts are organic posts you pay to promote, allowing them to reach more people. You would want to boost a post to:

Daily specials

Like a coffee and pastry combo

Behind-the-scenes content

Such as baking your bread or brewing coffee.

Customer Reviews

Show positive customer reviews or testimonials

BENEFITS OF BOOSTING

  • Wider Reach: Get your post in front of people beyond your followers, such as locals or food enthusiasts.
  • Targeting Options: Reach specific groups, like nearby office workers who might stop by for lunch.
  • Low Cost: Start with as little as €10–€50 to see noticeable results.

Boosting is a simple and affordable way for food businesses to stand out without the complexity of creating full ad campaigns or investing too much money. You have full control over your budget and cost and if you see no results, you can always stop spending the campaign which will stop your spending immediately.

Understanding the Pricing of Social Media Advertising Plattforms: A Quick Guide for Food Businesses

These days, it’s almost impossible to scroll through social media without coming across an ad. And there’s a good reason for that, advertising on social media works! It’s especially great for promoting food, where platforms like Instagram and Facebook let you grab people’s attention with eye-catching visuals.Here’s how it works: social media platforms use an auction system. If several advertisers want to show their ad to the same person, the one who bids the highest gets the spot. Pretty straightforward, right?When it comes to pricing, platforms like Instagram and Facebook mainly work with:

1. Cost-per-click (CPC)

You pay each time someone clicks on your ad. Example: Promote a post that redirects users to your bakery’s website on click. If 100 people click on it at €0.50 per click, you’ll pay €50.

2. Cost-per-thousand-impressions (CPM)

You pay for every 1,000 times your ad is shown to people.Ideal for raising awareness about new offerings, such as a loyalty program or a seasonal menu. Typical costs: €5–€12 per 1,000 views.

How Much Should Food Businesses Spend on Social Media Advertising?

Facebook and Instagram Ads for Local Campaigns

Unlike advertising on the radio or in the local newspaper, getting started with social media ads doesn’t require a big budget. The best part? You’re in control! You can start or pause your campaigns on platforms like Facebook or Instagram anytime.If you’re a bakery, coffee shop, or restaurant looking to reach local customers, here’s a quick idea of what you can expect in terms of costs:

CPC (Cost-per-click):

€0.30–€1.00.

CPM (Cost-per-thousand-impressions):

€5–€12.

Suggested Monthly Budgets

Small Budget (€100–€300):

Great for promoting daily specials or new menu items.

Larger Budget (€500–€1,500):

Ideal for launching seasonal campaigns or hosting events.

Track Results on your Social Media Ads

Unlike offline advertising, social media makes it easy to track your results. While there are plenty of metrics to consider, here are the key ones to focus on:

Reach:

The number of unique people who see your ad.

Engagement:

Likes, comments, shares, or clicks.

Clicks:

See if customers are visiting your website or checking your menu.

Cost-per-click (CPC):

Lower CPC means more efficient spending.

Conversions:

Actions like placing an order or visiting your location.

By focusing on these simple metrics, you'll gain a clearer understanding of how your ads are performing and be able to make more informed decisions on how to adjust your strategy. Start small, learn along the way, and refine your ads to get the most value out of your investment while effectively promoting your food business.

Which Ad Formats are Suitable for Food Businesses

These platforms are ideal for food businesses because they let you visually showcase your dishes while targeting specific local audiences. The platforms give many different targeting options based on people’s interest or demographics. It is possible for example to target local food lovers, people interested in dining out, or those searching for sustainable dining options.Ad formats that work especially well for bakeries, coffee shops, and restaurants include:

Carousel Ads

Showcase multiple items, like a coffee menu, desserts, or combos.

Video Ads

Highlight how your bread is baked fresh or create a time-lapse of a busy morning rush.

Stories

Use full-screen visuals for limited-time offers, like a happy-hour deal or seasonal treats.

a woman in a yellow dress is holding a yellow flower in her hand .

Partnering with Influencers: Another Way to Advertise

The three different categories of influencerWhether you manage a bakery, grocery store, or restaurant, influencer marketing is a powerful way to boost your food business’s visibility. For those new to the concept, influencers are social media users who have built a loyal audience and can promote your business by creating engaging content.

Influencers are generally categorized into nano influencers, micro influencers, and macro influencers depending on the number of followers they show in their counter. While Macro influencers can reach a bigger audience with one communication, they are much more expensive to partner with and their followers are less engaged. On the other hand Nano and Micro influencers will have followers that are much more engaged as they feel a closer proximity.

Nano Influencers (1,000–10,000 followers):

Nano influencers have the smallest following, but they are highly connected to their audience. Their followers often consist of friends, family, and local communities who trust their opinions. For small food businesses, nano influencers can be an affordable way to create authentic and localized marketing campaigns.

Why Choose Nano Influencers?

They are cost-effective and have strong personal connections with their audience, which makes their recommendations feel genuine. They are particularly useful if you want to focus on attracting a loyal local customer base.

Costs:

€50–€200 per post, depending on the influencer’s niche and engagement level. Some might even do it in exchange for free products or preferential offers.

Micro Influencers (10,000–50,000 followers):

Micro influencers have a slightly larger audience but still maintain a high level of engagement. Their followers often trust their recommendations because they come across as relatable and approachable. For food businesses, micro influencers are a great choice to target specific niches, such as foodies, sustainable dining advocates, or local communities.

Why Choose Micro Influencers?

They offer a balance between affordability and reach, with content that feels authentic and has a higher likelihood of driving action, such as a store visit or food purchase.

Costs:

€200–€1,000 per post.

Macro Influencers (50,000+ followers):

Macro influencers have the largest audiences, often including followers across regions or countries. They are ideal for businesses aiming to achieve widespread awareness, such as launching a new product line or expanding into a new area. However, their engagement rates tend to be lower than those of nano or micro influencers.

Why Choose Macro Influencers?

If your goal is brand awareness on a larger scale, macro influencers can help you reach a wide audience quickly.

Costs:

Typically €1,000+ per post, though this can vary significantly based on the influencer’s platform and following.

Choose the Right Influencers to Promote your Food Business

Finding the right influencers for your food business is essential for a successful campaign. Begin by identifying creators who align with your business values and share content related to:

Food and Dining:

Influencers who post about meals, recipes, or dining experiences, making them a natural fit for promoting restaurants, bakeries, or other food-focused businesses.

Sustainability:

Creators who advocate for eco-friendly practices and highlight brands or stores that align with their values. For example, businesses on Too Good To Go demonstrate their commitment to reducing food waste by offering surplus food through the platform, attracting eco-conscious customers in the process.

Platforms like Instagram and TikTok are ideal for finding relevant influencers. Search using hashtags like #Foodie, #SustainableDining, or #LocalEats to connect with creators already engaging with your target audience.

H3 Boost your Online Marketing Strategy with Too Good To Go

A bit of self-promotion here, combining social media advertising with Too Good To Go can be a game-changing strategy to boost your food business’s visibility. When customers pick up their surprise bags purchased through Too Good To Go, they get a chance to discover your unique offerings and flavors at an affordable price. Think of it as an upgraded version of giving out free samples: instead of handing out freebies, you’re turning unsold items into a revenue-generating marketing tool. This approach not only attracts new customers but also ensures they value your product because they’ve chosen to invest in it.

In the end you promote your food business while reducing food waste and increasing your profitability. Pair this with a social media strategy, boosted or organic, and you get a very efficient marketing strategy for a food business.